| Buy a gift certificate that makes recipient fly high |
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By: ERIN EDGEMON, Business Editor
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Posted: Sunday, December 14, 2008 7:53 am
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SMYRNA — Gary Bradshaw has turned what may have once been considered impractical or too expensive into an inspirational gift that won’t be returned.
Bradshaw owns Pilot Journey, the largest company in the United States dedicated to promoting aviation and introducing individuals to flying. The Smyrna-based company founded in 2001, is the largest seller of gift certificates for introductory flight lessons in the nation.
For $119, individuals or companies can purchase a Discovery Flight Gift Certificate redeemable at flight schools at more than 400 airports across the nation, including Murfreesboro Municipal and Smyrna. The recipient will actually get to take a seat behind the controls and fly an airplane from take-off to landing with an FAA-certified instructor.
Pilot Journey recently launched a corporate rewards and incentive program encouraging companies to give the certificates as an employee reward or incentive or customer appreciation gift.
“I think if a company can help motivate someone with an item on their dream list as a reward or as a motivational tool that is a great idea — build employee loyalty with something of an emotional value,” Bradshaw said.
Red Bull, the energy drink company, uses Pilot Journey’s gift certificates for employee rewards.
In addition to a 30-40 minute flight, the gift certificate package includes a logbook, “Reach for the Sky” DVD designed to prepare the student for the flight lesson and a certificate of completion.
All products can be branded with a company’s logo for its employee or customer appreciation program.
The gift certificates, though, also are a great gift for friends and loved ones, Bradshaw said.
Ben Myburgh, owner of Murfreesboro-based flight school, MaxAir, said wives often come into the flight school wanting to purchase flight lessons for their husbands as gifts.
The company refers these individuals to Pilot Journey.
Myburgh said most of the gift certificates redeemed at his flight school are not from those who are looking to become a licensed pilot.
“They just want the experience,” he said.
Bradshaw said 93 percent of people who take a flying lesson never sign up for flight training.
The former flight instructor said learning to fly is a “motivating almost inspirational experience.
“It really is something unique,” Bradshaw said. “I think when people learn to fly they learn something about themselves.”
A flying lesson is something the recipient will be able to talk about for years.
“It is something that won’t get sent up to the attic,” Bradshaw said.
Though it has offices at the Smyrna Airport, Pilot Journey generates all of its gift certificate sales through its Web site at www.pilotjourney.com.
Bradshaw said 98 percent of sales currently come from individuals across the country buying the gift certificates as Christmas presents.
Repeat customers are causing business at Pilot Journey to boom despite the country’s recession.
“We are doing 10 times what we did last year,” Bradshaw said.
He said as the economic times have gotten tougher, companies are realizing that they have to do something more to motivate or keep their employees.
“Companies want to give something with meaning” rather than a gift certificate for a dinner for two, Bradshaw said.
Erin Edgemon can be reached at 869-0812 and at eedgemon@murfreesboropost.com.
On the Web:
www.pilotjourney.com
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